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Introduction to Marketing Planning. New Brand Monk Ad Second life Solid Ink. Today’s discussion. Overview of Marketing Planning Marketing Planning Defined Contents of a marketing Plan Developing a Marketing Plan Research and Analyze the Current Situation

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Presentation Transcript
slide2
New Brand

Monk Ad

Second life

Solid Ink

today s discussion
Today’s discussion
  • Overview of Marketing Planning
    • Marketing Planning Defined
    • Contents of a marketing Plan
  • Developing a Marketing Plan
    • Research and Analyze the Current Situation
    • Understand markets and Customers
    • Plan Segmentation, Targeting, and Positioning
    • Plan Direction, Objectives and marketing Support
    • Develop Marketing Strategies and Programs
    • Prepare to Track Progress and Control the Plan
slide4
Preparing for Marketing Planning
    • Primary Marketing Tools
      • 4 Ps
    • Supporting the Marketing Mix
    • Guiding Principles
      • Expect Change
      • Emphasize Relationships
      • Involve Everyone
      • Seek Alliances
      • Be Innovative
overview of marketing planning
Overview of Marketing Planning
  • NetFlix (Start-up)
  • Nestle in China sesame-chocolate cubes. In Argentina brand building.
research and analyze the current situation
Research and Analyze the Current Situation
  • Starbucks (Joe magazine)
  • Sony (New Competition from new rivals)
  • Michaels Stores (Scrapbooking near term sales increasing 40% a year)
understand markets and customers
Understand markets and Customers
  • Segmentation
  • Targeting
  • Positioning
objectives and marketing support
Objectives and marketing Support
  • What makes a good objective?
  • Sustainable Marketing
    • The establishment, maintenance and enhancement of customer relationships so that objectives of the parties involved are met without compromising future generations
    • Fed Ex cutting air pollution 30,000 low-emission diesel-electric vans over the next decade.
marketing control
Marketing Control
  • On going process continuous process
  • Living.com upscale furniture store on-line
    • Few upscale manufacturers wanted to sell on-line
    • Thought customers would browse in store and buy on-line (opposite happened)
    • Failed to account for returned merchandize (just threw it away)
marketers need to develop
Marketers need to develop
  • Knowledge of markets and customers
  • Core Competencies
  • Relationships
calvin ball
Calvin Ball
  • When the ball goes up the rules change
ad